Betting sites sponsor more than 60% of Series A and B clubs in Brazil
By Games Magazine Brasil.
The presence of bookmakers in Brazilian Championship’s clubs continues to grow. So far, this segment already represents more than 60% of sponsorships in Series A and B. In total, there are 25 clubs that have this type of support, 14 in the main elite and 11 in the second division. Currently there are about 450 betting sites from outside the country that operate in Brazil, but the Ministry of Finance has created rules for licensing the operation of the activity in the country.
In Serie A: Casa de Apostas (Bahia, Botafogo and Santos), Betsul (Atlético-MG, Coritiba, Grêmio and São Paulo), NetBet (Red Bull Bragantino and Vasco), Estadium Bet (Ceará), Galera Group (Corinthians), Flamengo (Sportsbet.io), Galera.net (Sport) e EsporteNet (Fortaleza).
In Serie B: Casa de Apostas (Vitória), Estadium.Bet (Avaí, CRB, Nautico, Paraná), Betsul (Ponte Preta, Chapecoense), EsporteNet (Confiança), Galera Group (Cruzeiro), Bets1 (Sampaio Correa) and LeoVegas (Guarani).
"We are talking about a market that, although new in the country, is highly reliable. At the moment we are going through a regulatory process, which is being well conducted by the Ministry of Economy, and I see an increasingly promising future, as Brazil is already among the main markets in the world. The trend is for the activity to consolidate and popularize more and more from the moment the practices are regulated," says Hans Schleier, marketing director at Casa de Apostas.
Currently there are about 450 betting sites from outside the country that operate in Brazil without any type of taxation. In order to control this, in December 2018, the Federal Government signed Law 13.756 / 2018, authorizing the Ministry of Finance to create rules for the licensing of the exploration of fixed-odds sports betting in Brazil.
According to the Government's own portal, the modality would be an exclusive public service of the Union, whose commercial exploitation would occur throughout the national territory, in any commercial distribution channels, physical and also in virtual media.
"We can expect from this sector associations with media groups that have sport as an asset. We have entered a time when statistics have become entertainment. There is a generation that consumes football through games and matches and that deals intensively with data consumption. These partnerships will certainly generate much more revenue for these media groups," analyzes Bruno Maia, specialist in innovation and new business in the sports industry, and partner at 14, a strategic content agency. He recently launched the book 'Innovation is the New Marketing', which addresses the topic.
One of the points that the executives of this market consider as a key one, when the regulation happens, is that it becomes similar to regulations of already mature markets like Denmark and the United Kingdom, which are a balance in the calculation base for the collection of these taxes and criminalization in the operation of bookmakers that did not have a license.
The forecast in Brazil was that this legislation would enter into force in 2019, it was postponed to 2020 and, now, we are expecting it to happen as soon as the Covid-19 pandemic is overcome. "We believe it will be a huge step for the betting market and, as a result, will not only make football clubs, but the sport in general receive an even greater injection in terms of investments," adds Hans Schleier, marketing director at Casa de Apostas.
For sports law lawyer Eduardo Carlezzo, a specialist in this sector, regulation in Brazil needs to be accelerated. "At some point it is very likely that we have all 20 Serie A clubs with some kind of commercial agreement with sports betting companies. However, this market will really take off when the companies are operating legally in the country; and for this the federal government still has to open a license granting process, something that is extremely delayed,” he explains.